Social proof is the evidence that people found value in your business or purchased from you. It includes reviews, user-generated content (UGC), social following, recommendations, and celebrity endorsements.
Social proof works exceptionally well if it comes from someone we know and trust, like a friend or a celebrity.
Social proof lowers resistance and uncertainty. We’re more likely to buy something if we see others doing it. If you see a massive line to a restaurant, you’re more likely to try it out yourself.